Now that you are armed with a working knowledge of the various social platforms at your disposal, you need to be prepared to make the most of them! Here are our 6 tips for maximizing your digital video on social:
1) Select the correct platform to reach your audience.
The Facebook audience is the widest, with users ranging from early adolescence to retirement age. This platform is the most receptive to video marketing of all types, from those recorded on a personal smartphone to full-scale productions with a more corporate feel. Twitter users tend to be slightly older than the youngest Facebookers, and the most successful video content is quick and easily shareable. Twitter also loves humor – this would be a great platform to choose if your business lends itself to shareable puns or one-liners! Instagram is the favorite platform of the millennial generation. It is the perfect platform for small businesses to pick up steam through one-to-one connections with followers. For more info on how to make Instagram work for your business, check out this blog entry!
As we have already established, Facebook is clearly the platform where it is currently easiest to get the most bang for your buck. The most users, a more receptive environment, design that caters to video, and the option to sponsor your content.
2) Choose the appropriate length for your platform.
The average time spent viewing a video on Facebook is only 3 seconds, and those who stick around move on after less than a minute. Facebook analytics have determined that the majority of an ad’s effectiveness is reached in the first 10 seconds of the video. That means you have draw viewers in fast, and swiftly deliver your message. Instagram caps the length of video content to just 60 seconds. It may be tempting to use an extra-long caption to fill in the gaps left by a short video, but it is unlikely your followers will read it. Believe it or not, a minute is actually plenty of time to create an effective promotional video. That time can be used to create a simple how-to video, teach viewers something new, or share your story. Another option is create a series of videos that work together to deliver pieces of a message – this will draw viewers back to your content again to get the rest of the story.
Most videos for Twitter are even shorter – an average of 15 to 30 seconds – and accompanying text is limited to 140 characters. That means it is worthwhile to use some characters to link back to your well-designed website where users can get more information about your products or services. Twitter is not about telling your story, it’s about grabbing attention and creating interest. It is a great tool for pushing followers to a longer video on your website as it can be used to provide a quick preview that works as a teaser.
3) Skip the sound.
9 out of 10 Facebook videos are viewed without audio. Instagram videos autoplay silently and the user must click the video to turn on the sound. Video on social that is dependent on audio to communicate its message will not reach as many potential customers! Marketing via social media is a perfect time to utilize animation and motion graphics. Unique animation and creative motion graphics grab attention because they stand out alongside the personal videos in your followers’ feeds. If you do feature a speaker, it is important to include captions so that viewers can follow along without hearing the dialogue.
4) Create compelling content.
This is where creativity and artistry meet marketing strategy. An unfamiliar face talking to you through a screen is not as eye-catching or impactful as thoughtfully curated content that instantly connects with viewers on a deeper level. We may be biased (we love to tell your story!) but when it comes to effective video content, nothing can compete with storytelling. In the story of your business, you can touch an emotional note by being relatable and special at the same time. You can feature your product or service without saying a word about sales through weaving your business into the background of a great story. Pay attention to color scheme, timing, music, dialogue, and what feelings are evoked by the “feel” of your video.
5) Use hashtags.
One of the easiest ways to make you video discoverable in the world of social media is to effectively use hashtags. This is how users who are not yet your followers find your content and begin interacting with it. The first thing you should do is develop a hashtag unique to your brand that will be used in every single post you make. This allows users to click one posts that grabs their attention and instantly be connected to every other post you have made since.
Next, be focused and specific with your hashtags. If your hashtag lacks specificity, you could be connected with a host of unrelated content. If it is too random, then it is unlikely users will ever stumble on your content. For example, it would be more effective to use the hashtag #NOLAseafood than #weloveseafood, because it tells your customers more information about who you are and where you a located. The second hashtag could link back to everything from backyard crab boils to the fish market in Seattle. It is also important to use only the most relevant hashtags – including dozens of hashtags along with your posts suggests a lack of direction. Also, make sure your hashtags are legible. Hashtags are made up of words without spaces in between, which means as they grow in character length they become more confusing. It is important to be able to distinguish between where one word ends and the next begins, so try not to choose words that begin and end with the same letter right next to each other. A good rule of thumb is not to make your hashtag too long or too cryptic.
You can also draw users that are not yet your followers to your content by using popular on-topic hashtags and tagging your location. Users who want to see posts about New Orleans can find your video easily by searching #NewOrleans or searching by tagged locations. It is important to pay attention to what is “trending” around the time you plan to share your video marketing content. If you can connect your business with what is happening in your city (#FrenchQuarterFest) or popular culture (#UnitedAirlinesFAIL), you are bound to garner more interaction. You can also gain attention and interaction through tagging famous or other local users who may be interested in your content.
6) Connect with your city.
Speaking of tagging locations, social media provides the perfect opportunity to connect with your area – both its patrons and other businesses. When you post your video content, it pays to share directly with others in your immediate vicinity who may be interested. For example, there are social accounts on Instagram that feature and promote local businesses and restaurants, such as Girl’s Guide to New Orleans. Tagging such an account, even extending an invitation for a visit, could potentially extend the reach of your video content. It is not difficult to find local users that have similar interests through their hashtags!
7) Always include a call to action.
Always, always, ALWAYS include a call to action in your video posts to social media. The goal is not just for users to view your video, but to interact with you in one way or another.
One of the perks of having a unique hashtag that is used exclusively by your business is that you can invite followers to do promotion for you. When they visit your business, they can check in on Facebook, share a photo on Instagram, or send out a tweet using your hashtag. When their followers click the hashtag it will push them toward your video content.
There you have it – 7 tips to do video marketing on social media the right way!